Professional Engagements

Branding and Marketing Consultant

Fan Heuristics

Irvine, CA 08/16 - Present

• Directed client’s brand, marketing, and licensing efforts from planning to execution in the product lifecycle.
• Created a marketing and promo calendar that aligned efforts across all channels for maximum impact and implemented the client’s brand and social media strategies, policies, procedures, and activities.
• Mapped out the complete customer journey, pinpointing critical production stages and strategies that resulted in an estimated -10% churn rate and closed deals won by 25% (Eton Bioscience). 
• Produced high-quality and engaging content for the client's community in various formats, resulting in an estimated 33% increase in engagement (Popsiclo). 
• Conducted regular social listening for clients to monitor brand competitor's reputation and sentiment, identifying potential issues and addressing them in a timely manner (Popsiclo, Brazilian Keratin Bar.)
• Crafted a powerful brand identity and messaging that guided product planning and marketing strategies.
• Improved client offerings through research and A/B testing to refine marketing messaging with insights, resulting in an estimated +9% in contracts for Mpact International and +45% in clients for Brazilian K Bar.
• Created a CRM database to manage contacts, influencers, and thought leaders while tracking communication to streamline workflow (Popsiclo, Mpact International, Eton Bioscience).
• Created successful campaigns, ran A/B tests, and analyzed KPI data to give empirical advice to max ROI.
• Implemented an SEO-based content strategy that resulted in a 40% increase in clients' websites' visibility and rankings (Popsiclo, Mpact International).
• Developed dynamic financial and volume forecasting models that included FF&E investments for a new facility by utilizing comprehensive community market research (UCSD Health).

Teaching Assistant and Project Advisor

UCSD Rady School of Management

San Diego, CA, 01/22-06/23

• Advised start-ups on business planning, product development, and GTM strategies.
• Guided the decision-making process and collaborated effectively with students and executives, utilizing my extensive knowledge in business planning, brand and product development, and go-to-market strategies.
• Curated course content and lead educational sessions.

• Led cross-functional collaboration to launch 3 new global products in the qPCR Biopharma and MDx unit. 

• Improved production ops. with data analysis, leading to a 10% efficiency boost and 15% cost savings. 
• Successfully managed over $1 million in digital marketing expenses to drive positive outcomes. 
• Fostered teamwork and communication across diverse teams, like sales, legal, and external agencies.
• Managed 805 program activities, including two creative concepts, asset creation (key art, ads, websites, etc.) with the internal creative agency group, and coordinated photoshoots for all product launches.
• Supported the launch of 3 new products globally with minimal setbacks by managing calendars and project milestones, identifying and mitigating risks, and ensuring compliance with all marketing collateral.
• Contributed to the marketing aspects of the production roadmap, including launch timing, product lifecycle planning, and the creation of foundational product positioning and messaging to guide the global launch.
• Conducted weekly planning meetings with brand, product, and partners to achieve strategic objectives.

• Worked with the CEO and coaches to create and design product and service roadmaps for product launches that achieved profitability objectives within six months. 
• Created and managed content for community forums, social media channels, and other communication channels, resulting in +40% engagement and +50% retention.  
• Strategized business and brand stories highlighting the CEO and clients through modern storytelling that generated an estimated +37% in qualified leads. 
• Produced captivating and relevant content for various social media platforms and collaborated with multiple teams to ensure that the social media efforts were aligned with company marketing objectives.
• Developed and executed marketing strategies for various services, masterclasses, and corporate courses.
• Organized conferences precisely, including location, vendors, speakers, sessions, and networking.

• Coordinated successful execution of complex real estate transactions among buyers, sellers, and brokers.
• Organized sold-out public events and community engagements by leading logistics and marketing.
• Managed and hosted community events and meetups that fostered a sense of belonging and increased customer loyalty.